Consumer Preferences for the Attributes of Plant-Based Meat Substitutes: A segmentation study based on best-worst scaling

Naughton, Paul

Abstract

The aim of this study is to identify consumer segments based on the importance attributed to labelling information on the health, environmental and ethical, and sensory attributes of PBMS. The research builds on previous attitudinal studies by using best-worst scaling to examine trade-offs between attribute information. An understanding of the most important informational attributes perceived by different consumer cohorts will enable more effective marketing on product packaging.

Citation

Naughton, P. (2023, July). Consumer Preferences for the Attributes of Plant-Based Meat Substitutes: A segmentation study based on best-worst scaling. Paper presented at 24TH AMS World Marketing Congress 2023, University of Kent - Canterbury, UK

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: 24TH AMS World Marketing Congress 2023
• Conference Location: University of Kent - Canterbury, UK
• Start Date: Jul 10, 2023
• End Date: Jul 14, 2023
• Deposit Date: Jul 21, 2023
• Keywords: Plant Based Meat, Meat Reduction, Segmentation
• Publisher URL: https://www.ams-web.org/event/2023WMC24